消费者行为研究英文翻译毕业论文.docx

消费者行为研究英文翻译毕业论文.docx

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消费者行为研究英文翻译毕业论文

英文原文

Thestudyofconsumerbehavior

Abstract

Studyofconsumerbehaviormorethanahundredyearsthehistoryoftheformationofthetwoparadigms-positivismandnon-empiricalstudyofconsumerbehaviorrepresentsthemeaningofthebasicachievements.Positivistparadigmtonon-positivistparadigmshiftrepresentsashiftconsumerbehaviorresearch,consumerbehaviorresearchisarevolutionarychange.Thisparadigmshift,butalsomakestheassumptionthatconsumerbehaviorresearch,researchmethods,study,basicknowledgeofrelateddisciplines,andmanyborrowedparadigmcompositionhavechangeddramatically.Backgroundofthischangingenvironmenttopromotethe20thcentury,80yearsaftertheworldeconomicgrowthandprosperity,theindustrialstructurehasundergonetremendouschanges,purchasingpowerhasbeenanunprecedentedincrease,thepursuitofindividualityandfreedomofconsumersdesiretobecomeincreasinglyThemoreintense.

Keywords:

consumerbehavior,positivism,non-empirical

Paradigmshiftinconsumerbehaviorresearchreviewprocess

Researchonconsumerbehavior,suchasinAdamSmith'sclassicaleconomics•theorybegantotakeshape;Marshallandotherneoclassicaleconomicsintheformationoftheinitialsystem;the20thcentury,50to60years,consumerbehaviortotheformofanindependentdisciplineseparatefrommarketing.Initshundredyearsofdevelopmenthistory,itsresearchparadigmcanbesummarizedaspositivismandnon-positivismtwo.

Moreover,eachparadigmarepregnantwithalargenumberofresearchperspectives.Positivism,includingrational,behavior,cognition,motivation,socialcharacteristics,attitudesandsituationalperspectives;ratherthanpositivistparadigm,includingtheinterpretationandpost-modernismaretwobasicperspectives.Consumerbehaviortheorybyconvertingnon-positivismpositivism'sfundamentalmotivationistochangeconsumerresearchersrationalassumptions.Earlyclassicaleconomicsandneo-classicaleconomicstoconsumerbehaviortheoryprovidestheoreticalsupportfortheoriginal（infact,pre-consumerbehaviorofthemotherisalsobornoutoftheEconomics--Marketing）,"economicman"assumptionnaturally"infiltration"oftheconsumerbehaviorresearch,thisgenrefromtheearlytheoryofconsumerbehavior（suchasReason,behavioralview）andyoucanclearlyseethedoctrineof"economicman"rationalshadow.However,theeconomicsofthesubjectistheoveralleconomicsystem,economicsystemoftheobjectbutalsohowtoachievecoordinatedoperation,ratherthanspecificindividualpurchasedecisionsandbehavior.Economicsasthestudyofconsumerbehaviorandlaytheinitialfoundation,butcannotexplainthecomplexityofconsumerbehavior,consumptionoftoomuchemphasisontherationalside,whileignoringtheconsumer'semotionalside.Therefore,the"economicman"assumptionrestrictsthefurtherdevelopmentofthetheoryofconsumerbehavior.Theoryofconsumerbehaviorhavelearnedfromotherdisciplines,nutrition,consumerbehaviordescribedinmoredetail.Psychology,socialpsychology,sociology,anthropologyandotherdisciplines,andprosperityforthetheoryofconsumerbehaviorresearchprovidesanewtheoreticalmaterial.Atthispoint,theconsumerisnolongerbasedsolelyonthepursuitofcost-benefitanalysistomaximizetheeffectivenessofthe"economicman",but"society"andsocialandemotionalfactorsthataffecttheirpurchasingdecisions.Thisshiftiscreatingaleapinthedevelopmentofconsumerbehavior,consumerbehavioralsointhefiftiesandsixtiesofthe20thcenturytoanindependentformofdisciplineinthehumanitiesandsocialsciencessystem.Afterthe1980s,sustainedeconomicdevelopmentandmaterialworldofgreatwealth,butalsomakestheconsumerisincreasinglybecomingawayofpastimeandindividuality;theproportionofconsumerservicesinpeople'sconsumptionstructuregrowingproportionoftheserviceproductioncharacteristicsandconsumeridentityconsumptionprocessalsomakesthecustomerextendstotheproductionprocess,consumerexperiencehasbecomeasourceofcustomervaluecreation.Atthispoint,consumerbehaviorresearchcannolongerbelimitedtohowcustomersmakepurchasingdecisions,butshouldbeconcernedabouttheconsumer'sdesiretobemet.Asaresult,consumerswillbefreetopursuepersonaldevelopmentandthedesiretoconsume"freepeople.""Economicman","social"and"freepeople"topromotetheconversionhypothesisofconsumerbehaviortheoryfrompositivismtotheconversionofnon-positivism.

Positivistparadigmofconsumerbehaviorresearch

EmpiricalstudiesofconsumerbehaviorparadigmbyfamousWesternphilosopherAristotle,philosophicalideas.KurtLewinin"AristotleandGalileothoughtpatternsofconflictandmore"inhisbook,Aristotle'sphilosophyhasinfluencedus,butalsoaffectsthehabitofscientificresearch.Peopleareusedandthefrequencybythelawtounderstandthelawofdevelopmentofthings,andpeopleliketoexplorethestabilityandthetendencyofthingswiththelawofdevelopment,exceptfortheunusualandtheregularityofthingswillfeelcold.Lewinsaid,whensomeonementionedamovieinachild-specificactions,psychologiststhinkthefirstquestionis"allchildrenhavedonethisaction?

Oratleastitisacommonaction."thereisalwaysacommonregularityofthings,thismeansthatrepeatabilityisaphenomenonworthyofstudy,orwhethersomethingisanimportantindicator.

PositivismisthephilosophyofscienceasAristotlethought.Itassumesthatconsumersarerational,identifiable,andmentalstability,theirmotivationistoidentifybehavioralcontrolandprediction;consumerpracticeintherealexistenceofsimpletruth;emphasisonscientificobservationandtesting,theobservedempiricalevidence,togaingeneralruletopredictandcontrolthebehaviorofconsumers.Thus,inthepositivistparadigm,consumerbehaviorresearchistheassumptionthatconsumerbehavioriscontrolledbysomeforce,butmostoftheseforcesarebeyondthescopeofconsumerself-control.Changesinconsumerbehaviorisnotsomuchamanifestationofthesubjectivewillofconsumers,itismoreaffectedbyvariousinternalandexternalfactorsaffectingtheresults.Forexample,thebehavioroftheconceptofconsumerbehaviortheorysuggeststhatconsumerbehaviorismainlycausedbythestimulationoftheexternalenvironment.Therefore,thehypothesis"theprimaryorsolemotivationforthepurposeistoreducecognitiveinconsistency,theinnerstateofmindtomaintainbalance,consumersarealwaysseekingbehavioroftheinternalbalance."Fromacertainperspective,thisbehaviorisastaticconcept.AsFiratcommentedit:

"thinkthetheoryofconsumerbehaviorconsistentwiththeorderlyconduct."Thus,consumerbehaviorcharacteristics（suchascognitivereaction,reflex,personalcharacteristics,etc.）variablesfollowthe"consumerisalwaysthepursuitofinternalbalance"hypothesis,theresearchersabletopredictcertainbehaviorsofconsumers,andforecastsmarketingactivitiesofenterprisesofgreatreference.

Inshort,thepositivistparadigminconsumerresearch,consumersareonlyapassive,passiveobject.Forexample,theactofself-awarenessconceptassumesthatconsumerslacktheability,sothatthroughtheenvironmentalimpactofcorporatemarketingstrategywillbeabletocontrolandguidetheconsumer,suchisthepositivistparadigmofattackfocus.Positivistparadigmassumesthatconsumersarepassiveobjects,infact,thisassumptionisthecustomerfirstseriousdeparturefromthephilosophyofmarketing.AmericanMarketingAssociationConferencein1988reiteratedthetheme:

"marketingknowledgeintheproductionofconsumerbehaviorresearch,consumersunfortunateenoughtobeconvertedintolaboratoryguineapigs,theybecametobeobserved,theobjectofinterviewsandexperiments."

Becauseofpositivismcanbeassumedthattheconsumerisanobjectofknowledge,andexperienceinconsumerspendingandthereforetheprocesscanbeseparated,canbebrokendownintodifferentcomponents.Wecanuseavarietyofobjectivemethodsofanalysisandexperienceoftheconsumerprocesstoanalyzethedifferentcomponents.Thesemethodsincludethestandardquestionnaire,experimentandpersonalitytests.However,thesemethodsareunabletoconductacomprehensivewealthofconsumerbehavioranalysis.Asafactorinaprocessseparateanddetailedanalysis,itignoresthecomplexityofthesystemandinteraction.Braithwaitebelievesthatthestandardquantitativesurveymethods（suchasquestionnaires）willlimitthedescriptionofconsumerspending,resultinginanegativewayrespondentsanswerquestions.

Althoughalotofcriticism,butweshouldalsoseethetraditionalmethodofconsumptionpatternsabstractoutthepredictionofconsumerbehaviorandcontrolrole:

someofthemethodsofscientificinvestigationintheconclusionstheycomewithinthescopeofobservationiscredible.Inaddition,thepositivistparadigm"creativelyconstructtheoryofconsumerbehavior,"theessenceoftheideaalsocontributedtothedevelopmentofmarketingpractice.

Non-positivist-orientedconsumerbehaviorresearch

Non-positivistparadigmofconsumerbehaviorisnolongertheconsumerasapassiveresponse,butforpsychologicalproactivewiththeabilityofactors,theyhavetointerprettheenvironmentoftheconsumerandconstructioncapabilities.Forexample,theinterpretationoftheviewthatthesubjectiveviewsofconsumerbehaviorbyconsumers,contentandstructureofdomination.Shaughnessysaid:

"Intheinterpretationofthewatch,thepurchasecannotsimplybebasedonproductbenefitsandtomakerational